BRAND JORDAN: Uncovering The Soul of the Brand

by BJ BuenoJan 04, 2011

“There has to be a soul to the process. There has to be a real.” – Michael Jordan

Today Brand Jordan is an international icon. To create this icon, amazing people (Jordan + Nike + Design + Soul)  came together and were each allowed to do what they do best. This kind of creative collaboration is very rare, making it difficult to deconstruct. But we should try anyway.

Here are a few simple tips that Jordan reveals. While these might seem basic, the discernment to choose what really appeals to consumers will be elusive to those without an eye for design.

Brand Jordan offers these simple insights:

• Performance is the name of the game
• Your product has to function at the highest level
• Tap into the power of design
  
• Draw attention to the product
  
• Bring style and function together
• Create a unique brand experience

Consider how each insight pushes on the other to create new combinations of experiences for your customer. Each point can lead to fun and creative brainstorms to determine how to take your brand and products to the next level.

Design and Function are both linked to strong product and brand development. Check out how Nike advertising showcases and dramatizes the both the functionality of the brand and the emotional outcome.

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